Procter & Gamble is using a virtual technology originally developed by its R&D department for consumer testing and in-store merchandising. The technology was used by the company's R&D department to speed formulation and chemistry, and later to develop the product containers and graphics, all while incorporating consumer feedback.

According to the company, virtualization has saved over 15 years of design time as well as a large sum of money.

"Virtualization is enabling P&G brands to co-design products with consumers. The same technologies allow us to show retailers virtual in-store displays for half the cost and less than half the time required for physical shelf designs," stated the company in its annual report.